The European Marketing Agenda is EMC’s annual research initiative, bringing together the perspectives of senior marketing and sales leaders across Europe, Africa and Asia. Since 2019, it has provided an independent, evidence-based view of the priorities, challenges and transformation shaping the marketing profession.

The 2026 edition drew on the views of 1,876 senior marketing and sales leaders. Research for the European Marketing Agenda 2027 will be launched through EMC member associations in early November 2026, with the findings presented publicly in January 2027.

A partnership for stronger marketing intelligence

Kantar is the world’s leading brand intelligence business. Combining robust data, proprietary expertise and AI-powered technology, Kantar helps organisations make confident marketing decisions and build effective strategies for brand growth.

Through this partnership, Kantar’s expertise will support EMC in translating the collective voice of the European marketing community into clear, robust and relevant insights for business leaders.

“At Kantar, we know that sustainable brand growth starts with a deep understanding of people, markets and culture. Through our partnership with EMC on the European Marketing Agenda, we help CMOs and marketing leaders access the intelligence they need to navigate change, make confident decisions and identify new opportunities for growth. Together, we’re providing a clearer view of the forces shaping European markets and the strategies that will build stronger brands in the AI era.”

Bram van Schaik, Executive Managing Director Northern Europe, Greece & Israel, Kantar

A catalyst for discussion, learning and action

“The yearly European Marketing Agenda has become one of the most important annual reference points for understanding the priorities, challenges and transformation of the marketing profession across Europe. By bringing together the perspectives of marketing and sales leaders from different countries, industries and organisational contexts, it provides an independent and evidence-based view of what is truly shaping the future of our profession.

Our partnership with Kantar’s analytical expertise helps us transform the collective voice of Europe’s marketing community into robust insights and meaningful implications for business leaders. Together, we aim to ensure that the European Marketing Agenda is not just another study, but a catalyst for discussion, learning and action across the European marketing community.”

Dr Ralf Strauss, Chairman, European Marketing Confederation

The European Marketing Agenda 2027 will offer marketing leaders a timely perspective on the forces shaping markets, brands and growth in the AI era.

More about the European Marketing Agenda is here. 

More about the Kantar is here.